Page 18 - Print21 November-December 2022

LIVE – Amplify & Engage
Innovation evident as LIVE looks at opportunity
The first Print21+PKN LIVE event for three years saw a succession of brand owners and print service providers step up to share how their innovative use of digitally printed packaging was driving their sales growth.
Held in the dazzling surrounds of the Victoria State Library, Amplify & Engage attracted brands, retailers, printers and industry suppliers, all of whom
were recognising the opportunity that digitally printed packaging is providing.
Opening the event, Print21 publisher Lindy Hughson and associate editor Wayne Robinson cited research from leading industry analysts Smithers, which is forecasting a 3.1 per cent CAGR for packaging over the next five years, but
an 11 per cent CAGR for digitally printed packaging, representing a virtual doubling of the market size.
Keynote speaker was behavioural science strategist Sonia Friedrich, who outlined the predictable way the human brain responds and makes decisions,
and what that means for brands. She
said it was a crucial area to understand, with research showing that those who implemented behavioural science in their marketing and design achieved far greater sales uplift than those who did not.
Hungry Jack’s Uno
Michael Dossor, group GM at Result Group, who led the Hungry Jack’s Uno campaign, outlined what steps he had to take to achieve what has been described as Australia’s
most intelligent on-pack campaign, and
in a theme than ran throughout the presentations shared how home-grown Australian innovation had driven the success. The campaign was a complex project, with everything from data management
and security, to having to re-invent label applicators to stick the cards onto the cups, to producing 17 million unique and traceable labels, and involving MCC Labels, Detpak and marketing agency TLC working together.
Hughson then invited the team leads
up to the stage for a panel discussion that
she led, which drilled down into just how
the campaign was produced, some of the challenges faced and how they were overcome, and what the success of the campaign means for the future. She was joined on stage by Dossor, Adam Rowe from Detpak, Ben Testa from MCC, and Andrew Healy from TLC.
ePac & Healthy Food Crew
The conference then swung from the major corporate that is Hungry Jack’s to the other end of the scale, with start-up food and pet food entrepreneurs now being serviced by ePac, the pouchmaking print service provider that
is enabling small brands with small budgets
to have a big brand presence. Jason Brown, managing director of ePac ANZ was joined
on stage by one of his clients, Brian Nasr, founder of Healthy Food Crew. The duo shared how they focused on control, freedom and opportunity to give the emerging wave of SME food, nutritional and pet food entrepreneurs the packaging they wanted, at the time they want it, in the number they want. They shared the success their clients were seeing.
Typical of these was a small coffee company, which thanks to ePac is able to produce its coffee in 250g, 500g, and 1kg bags, and in three different flavours each, so nine styles in total, with ePac supplying just 500 of each initially. From that start the company is now booming. Without the ePac offering the company would have had to order much larger runs, potentially limiting its versions, and with the likelihood of significant waste, or just keep with sticking labels onto standard pouches.
Brown also highlighted another benefit, which is the means to seize opportunities.
He used the example of Chappy Chips. The company saw strong demand for its chips from pubs, and needed to replenish stocks for the pubs quickly, with ePac able to turn around extra packaging orders in less than a week.
Both Brown and Nasr referenced Friedrich’s comments on eliminating friction points, and in fact one of the themes of the day was the way the
many speakers, from many different areas, referenced each other’s comments throughout, highlighting the common
HUNGRY JACK’S: KEY TAKEOUTS
• Removethefrictionbetween marketing and operations
• Create connection between tactile and digital
• Adapt technology where necessary
• Interoperabilityiskeytodelivering
complex projects
All photos: Melissa Hobbs Business Photography
18 Print21 NOVEMBER/DECEMBER 2022